Artery Homes

Artery Homes Website

The Situation

Artery Homes, a leading homebuilder in the Washington, D.C. area for more than four decades, was undergoing a tremendous renaissance. The company had introduced a new look and a new approach to homebuilding while entering new submarkets with new home designs.

Artery’s targets are affluent 20- to 40-year-old homebuyers, a web-savvy group. In addition, the relocation market – a significant share of D.C. area buyers – relies heavily on the Internet.

The Strategy

Feedback from potential purchasers and Realtors indicated that Artery's current, one-page website was negatively impacting the image of the company. A new website was needed to launch the “new” Artery Homes.

The Solution

The primary objective of the site was to enhance the new brand of Artery Homes, giving it a stronger competitive position. Additional objectives were to secure new leads, shorten the sales process by improving access to information and enhance communication with purchasers.

The site utilizes a Flash component for its navigation bar, but is still functional if a viewer does not have the Flash plug-in. The final site comprised more than 70 pages of information. Visual interest maintained by the line art that transforms into full-color photography, a sophisticated play on the tagline “Building On Your Imagination.” This line art imaging also tied to a new corporate brochure that prospects receive either via mail or at the community sales centers.

The site has gif animations, a number of forms and three password-protected areas so that Artery staff can update portions of the site themselves.

The site is promoted in a variety of ways including paid advertising and referrals, non-paid links, search engine listings and inclusion on all media, signage, collateral materials and correspondence.

The Results

Within 3 years of launch, site traffic jumped from 12 visitors per day to an average of 300 visits per day - a 2400% increase. The website enhanced the image of Artery Homes, allowing them to more effectively compete in the premium price markets against the national builders.

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